Steps in Designing Communication Campaign Step 6. Setting the budget Step 3. Setting objectives Step 4. Strategic decision-making Step 5. Operational decision-making Step 7. Implemantation Step 8. Campaign evaluation. Step 1. Situational analysis Step 2. Identifying target audiences

Key Elements to Start With Who are key target audiences with the organization? What will your organization’s impact on the target audience be? What kind of visibility and REPUTATION will you present to the general public?

Analyzing Key Publics Analysis of Key Characteristics Organization What does this public know about your organization? How accurate is this information ? What does this public think about your organization? How satisfied are you with this attitude? What does this public expect from your organization? How much loyalty does this public have for your organization? How organized or ready for action on this issue is this public?

Identifying the Target Audience Who are we talking to?...

Identify Target Audience Includes assessing the audience’s perceptions of the organization, product, and competitors’ corporate/product image Affects decisions related to what, how, when, and where message will be said, as well as to whom will say it

Identify Target Audience Who exactly are the consumers most likely to become users of a brand? What do they like? Where are they located? How can they be reached most efficiently with communications tools? When is the best time in the consumer’s life to apply the tools?

Target Audience Women between 25-54 years old Working Salary 30.000$ + Having a child above 12 years old Watching channel ATV Determined Target Audience

Target Audience A, B1, B2, C1, C2 SES mothers with 0-5 age child and who really cares the baby care. Pediatricians Experts (Pharmacist, pregnancy consultants...) Youngs between 12-18 ages who are trend followers in parfume world.

The Target Marketing Process Identify markets with unfulfilled needs Identify markets with unfulfilled needs Determining market segmentation Determining market ____________ Selecting market to target Selecting market to _________ _________through marketing strategies

Related concepts Market Segmentation: The process of dividing a market into homogeneous segments using one or two range of possible alternative segmentation method, each segment being composed of customers or consumers sharing similar characteristics. Targeting: The selection of one more market segments. Positioning: The relative perceptual position of one brand compared with competing brands.

Related concepts Market Segmentation 1. Identification of customers‘ needs and market segments 2. Develop profiles of resulting market segments Positioning 5. Identification of differential advantages in each segment 6. Development and selection of positioning concepts Identification of Target Markets 3. Evaluation of attractivity of each segment 4. Selection of target segments Marketing Planning 7. Development of a marketing mix for each segment according to the chosen position

Market Segmentation Segmentation of markets into homogenous groups of customers, each of them reacting differently to promotion, communication, pricing and other variables of the marketing mix. Market segments should be formed in that way that differences between buyers within each segment are as small as possible. Every segment can be addressed with an individually targeted marketing mix.

Market Segmentation Measurable Relevant Accessible Distinguishable Feasible

Consumer Segmentation Based on: Demographics Geographics Geodemographics Psychographics Behavioural Beneficial 16

Consumer Segmentation Based on: Demographics: consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality etc.

Consumer Segmentation Based on: Geographics: Certain countries, regions, etc. are assumed to have common characteristics which influence buying attitudes. In international marketing -----= characteristics as population, income per head, trade carried out by the country, as well as tastes, and the nature of competition in the market (postcodes, city-town-village, region, density, climate etc.)

Consumer Segmentation Based on: Geodemographics: The segmentation of consumers where (and how) they live-using demografic data to clasify neighbourhoods

Consumer Segmentation Based on: Psychographics: Psychographic segmentation is concerned with identifying personality traits and distinguishing characteristics in groups of the population. Examples are young and outgoing (for the sale of new forms of music) or grey and conservative (for classical and 60s music). (personality, values, lifestyle, attitudes, motivations, interest, opinions, etc.) Highly adventurist, enterpreneurial and free-spirited achievers

Consumer Segmentation Based on: Behavioural: looks at consumer behaviour patterns - frequent/infrequent purchase, loyalty to a product etc. (benefits sought, purchase occasion, usage, buyer readiness stage, perceptions and beliefs).

Consumer Segmentation Based on: Benefit segmentation divides markets on the basis of the specific benefits or outcomes consumers want from a product or service.

Segmentation Example An example of a particular luxury hand-cream product segmentation results may show: · Who would be able to afford it would lead to certain income groups would apply · A higher majority of females may be more likely to purchase the hand cream. These are shown as “Home makers” within the census. · The product may possibly appeal to drivers between the ages of 30-50+ with no children · Certain occupations may be more likely to use the cream. For example gardeners, water users and other dry conditioned occupations etc.

Market Targeting An analysis of a market might identify a range of segments that could offer potential to the organisations.

Determining How Many Segments to Enter Undifferentiated (Mass Marketing) All consumers have similar needs for a specific kind of product. Homogeneous market, or demand is so diffused it is not worthwhile to differentiate, try to make demand more homogeneous. Single MM consists of: 1 Pricing strategy 1 Promotional program aimed at everybody 1 Type of product with little/no variation 1 Distribution system aimed at entire market

Determining How Many Segments to Enter Differentiated marketing Involves marketing in a number of segments, developing separate marketing strategies for each.

A Product for Every Segment

Determining How Many Segments to Enter Concentrated (Target Marketing) Marketing: Large share of one or a few sub-markets. Good when company’s resources are limited

Positioning Simply, positioning is how your target market defines you in relation to your competitors.  A good position is:  1. What makes you unique  2. This is considered a benefit by your target market  It’s the way we want consumers to think (rational side) and feel (emotional side) about the brand

Developing a Positioning Strategy What position do we have now? What position do we have now? Does our creative strategy match it? What position do we want to own? What position do we want to own? The Position Do we have the tenacity to stay with it? Do we have the tenacity to stay with it? From whom must we win this position? From whom must we win this position? Do we have the money to do the job? Do we have the money to do the job?

Positioning Strategies By Attributes and Benefits? How should we position? By Price or Quality? By Use or Application? By Product Class? By Product User? By Competitor? By Cultural Symbols?

Segmentation Example Segmentation • Dividing the total heterogeneous market for a good or service into smaller groups which are more homogeneous • Example (Bicycle riders)